Not everything you thought about email writing may be true

– You don’t need to use call-to-action sales links in sales emails;
– You don’t need to ‘sell’ the customer on the product before theyll click a link;
– You don’t need to focus on a discount or offer;
– You don’t need to overtly drive readers to action;
– You don’t need to use bold fonts, bullet lists, and subheadings to be scannable.